Rebranding “Second Hand Concept Store” to “Beyond”
When Christina (the founder) first reached out, she told us she was making a big change.
I didn’t know it then, but she meant a big change.
Our first meeting was a tour of her old store, during which we discussed her plans to rebrand. At that stage, there wasn’t a new name yet, just a clear desire for transformation. She wanted a full brand overhaul and a way to communicate this shift to her loyal community.
We had our work cut out for us.
Their old identity
Step 1: The Vision
As per our process, we started with a branding workshop, diving deep into her vision and what this new chapter meant.
We were doing more than just changing the logo; we were evolving her entire story.
She told me about how the name came to her almost cinematically. As soon as she saw it, she knew this was it. She was going to name her new store: “Beyond”
It captured everything she wanted this new era of the store to represent:
“A creative, contemporary concept store where handmade and vintage pieces come together in inspiring ways, helping you remix what you own, rehome what you no longer need, and curate a space that tells your story. Where every piece lives beyond its purpose.”
It was perfect.
Step 2: Crafting the Identity
Once we had the name, we began developing the brand identity.
I prepared two visual concepts, exploring how Beyond could look and feel — elegant yet grounded, minimal yet expressive.
She chose the one you all know and love today.
From there, we moved into creating all the brand collateral — business cards, thank-you cards, letterhead — everything the new identity needed to come to life cohesively.
Step 3: Building the Story Online
While the branding came together, we worked on a social media strategy to guide the transition.
We took over their social accounts and began gently preparing the audience for the change. I visited the store site during renovations to better understand the space and the evolving vision.
When it was time to announce the rebrand, we created a video featuring Christina — her first official appearance on the page — where she spoke briefly about the exciting shift ahead.
Shortly after, we changed the handle from @2ndhandconceptstore to @beyond.nam, officially marking the start of a new chapter.
Step 4: Managing the Move
Rebranding wasn’t the only transformation happening — the store itself was relocating.
So, we had to manage two major announcements simultaneously: the rebrand and the move.
To make the transition smooth, we created clear communication around each milestone:
Announced a moving sale to help close the chapter at the old location.
Explained that the store would be closed for over ten days to prepare for the grand reopening.
Built excitement through countdown posts and sneak peeks of the renovation process.
Our goal throughout was to keep customers informed and engaged, ensuring the change felt exciting and not overwhelming.
Step 5: The Grand Opening
The night before the official reopening, Beyond hosted a private event for family, friends, and loyal customers.
We attended to document the evening. It was a beautiful celebration of transformation, growth, and community.
And the next day, the doors officially opened.
What began as a simple conversation about rebranding became a full-circle story of reinvention, one that went beyond just visuals. *Pun intended
It was about purpose, evolution, and embracing what’s next.
